What are Schemas?

11 April 2016
Published: By: Chloe Mayo

What are Schemas?

Schemas have been utilised by website developers for years now, and for a very good reason. Through collaborating with major industry leaders such as Google, Microsoft, Yahoo, Bing and Yandex, one of the main providers of schema information, Schema.org, focuses on defining the item types and properties of a website that are most valuable to search engines and their users. This includes a company’s phone number, logo, name and email address, as well as their street address. Through providing webmasters with a single place to learn about markup, the information order and addition of the information can become standardised, making it easier for search engines to create rich search features for users.

Initially, it can be a little confusing as to why competitors such as Google and Yahoo are collaborating on this project. However the truth is fairly simple: all who support and endorse the project are striving for the same outcome, the best user experience online. By all utilising the same schema, it makes it easier for search engines to decipher the more relevant searches for a user, making rankings more accurate.

The question for webmasters is not only what it does, but why they should use it. The short of it is that search engines are recognising and using this data to help order their results. If you want your content to appear more prominently in search engines, then marking up your pages in a way that is endorsed by the leading search engines is a good way to start.

Although Schema.org is not a standards body like W3C or IETF, it does offer a huge number of benefits to webmasters across the world. By documenting the schemas that three major search engines will support, web developers have a much better chance of getting the important information on their websites indexed and ranking quick and constantly across different platforms.


We have put together a quick overview of how to utilise Schema on your website:

The standard Schema type we will be using is LocalBusiness.

○      Name – <span itemprop=”name”></span>

○      Logo – <span itemprop=”image”></span>

○      Phone no. – <span itemprop=”telephone”></span>

○      Email – <span itemprop=”email”></span>


When marking up an address, the typical Schema type is PostalAddress, which sits inside the LocalBusiness type.

○      Street Address – <span itemprop=”streetAddress”></span>

○      Town – <span itemprop=”addressLocality”></span>

○      Region – <span itemprop=”addressRegion”></span>

○      Postcode – <span itemprop=”postalCode”></span>

○      Country – <span itemprop=”addressCountry”></span>


Ready to start? Get in touch.